Abstract
Trust is a key construct in marketing and consumer behaviour studies. Identification and confirmation of the measurement variables of the 'trust' construct in relation to generation Y's online social networking friends is critical for further theory building in the field. In this research a multistage approach has been followed to identify and confirm the measurement variables of trust on online social networking friends of generation Y. These measurement items can now form the basis for various further researches, particularly in online social networking media involvement of generation Y, electronic word of mouth, attitude development and consumer behaviour.
| Original language | English |
|---|---|
| Pages (from-to) | 94-105 |
| Number of pages | 12 |
| Journal | Review of Integrative Business and Economics |
| Volume | 4 |
| Issue number | 2 |
| Publication status | Published - Sept 2015 |
Keywords
- Generation Y
- attitudes
- consumer behavior
- friends
- social networks
- trust